Consumer Perception Towards Nandini Milk

Consumer Perception towards Nandini Milk
EXECUTIVE SUMMARY
DMUL is one of the member milk unions among 13 unions in the Karnataka state and
functioning at Middle level between the Dairy Co-operative Societies (DCS) member and
Karnataka Milk Federation (KMF) where the milk procurement, pasteurization, processing
and marketing is taking place.
It was a great experience to undergo summer in-plant training on A Study on Consumer
Perception towards Nandini Milk at DMU. During the study I tried my best to know the
various departments of the company, from production to the marketing of milk. In the first
half of my study i.e. Organizational study I found that Marketing department plays key role in
the company.
In this report I tried to know the Consumer Perception towards Nandini milk which may
help the Marketing department of the company as well as to the company. The study focused
on how exactly consumer perceived the Nandini milk. And does the consumer perceived
according to the company? In the findings and suggestion part I tried to find the answers to
the above.
Title of the Project:
The Study on Consumer Perception towards Nandini Milk
Objectives of the Study:
1. To know the consumer perception towards Nandini milk.
2. To know the customers awareness level.
3. To find the competitors effect on Nandini sales.

Statement of the problem:
Declining Nandini sales due to heavy competition in the market and the lack of loyal retailers.
.Sources of Data:
1. Primary Data
2. Secondary Data
1. Primary Data: The information is collected from the personal interaction with the
Employees of DMU.
2. Secondary Data: this has been collected through company reports, manuals. And
Information form the internet sources
Information from the materials provided by the concern
Has done marketing survey to know the consumer perception towards Nandini milk.
Findings:
The customer awareness level towards Nandini milk is excellent because all the 100
respondents are aware of it.
From the aware respondents 45% of respondents are using Nandini milk.
Factors like Quality, taste and price influences more while choosing a brand respectively.
Out of 100 Nandini comes to 65 respondents mind when they think of milk.
More thickness, same taste and availability are the key reasons for alternative brand
other than Nandini
Suggestions:
o The Nandini brand is having trust name in the market where it operates and still
the market is open for acquire, Company may take advantage of it through
advertisements.

o The company may convince customers that due to less fat thickness of Nandini
is less and that is good for health through advertisements/banners.
o The company may keep one employee as Customer Relationship Executive.
Who will co ordinates between customers and company and also with retailers
who may promote Nandini milk effectively on regular basis.
INDUSTRY PROFILE
INTRODUCTION DAIRY INDUSTRY IN INDIA
Dairy enterprise is an important occupation of farmer. In India nearly 70% of the
people depend on agriculture. It is the backbone of India. Dairy is linked with agriculture
industry to a large extent. Animal husbandry in India is an essential part of agriculture. It is
mainly a rural occupation closely associated with agriculture.
DEVELOPMENT OF DAIRY INDUSTRY IN INDIA
During the Pre-independence year there was no serious stress given to dairy
industry. In 1886 the Department of Defense of the British Government established the dairy
farms for the supply of milk to the British troops in Allahabad.
Later, in 1920 serious steps were taken by Mr. William Smith, an expert in dairy
forming to improve the milk production There was discrimination done to the Indians hence
this led to the rise of the first milk union in India. In Lucknow in 1937 called the Lucknow
milk producers Co-operative union Ltd.
In 1946 AMUL (Anand Milk Udyog Ltd) was started in Gujarat to bring up the
economic stability of villagers. When the farmer Prime Minister Lal Bahaddur Shastri visited
the functioning as it was rendering a social service to the society, which helped the villagers to
come in the national economic stream.
The dairy and Animal Husbandry received serious attention after the independence.
There were lots many of progressive steps taken by the government through five year plans.

This led to the formation of National Dairy Development Board in 1965 & thus in 1970 he
decided to Bring a White Revolution throughout the country, Initially 10 states were
selected were for this purpose excluding Karnataka.
In Karnataka in 1974 an integrated project was launched to restructure and reorganize
the dairy industry on Co-operative principle of AMUL and to lay foundation for new direction
in dairy industry.
INDIAN DAIRY INDUSTRY PROFILE
The annual milk production is presently 92 million tones, contributing around Rs. 1000
billion to the GDP. Provides assured and remunerative employment round-the-year to 60 million
families.
The dairy animals make a substantial contribution to household food security by
providing income, quality food, energy, fertilizer and assets in over majority of the rural
households in India.
The Animal Husbandry is the single largest contributor under the agriculture sector which
provides a remunerative employment round the year at a very small investment. The dairy
animals make a substantial contribution to household food security by providing income, quality
food, energy, fertilizer and assets in over majority of the rural households in India.
These livestock keepers are constrained by poor animal health and veterinary services,
lack of feed and fodder, water, milk handling, chilling, etc. Besides, there has been lack of
infrastructure facilities such as good roads and access to markets, etc. The livestock keepers also
lack access to advanced technologies as well as proper institutional support system. The result is
that both the production and productivity remain well below its potentials. Thus the losses and
wastages continue to remain high. Adapted breeds and local feed resources although available,
but need proven technology supports in its preservation and processing. Such support would

substantially improve production and productivity, which would result in higher income for the
livestock keepers.
One of the problems faced by India is unemployment, despite the rapid growth rate. The
problem is more acute in rural educated and marginally educated youths, who have no alternative
but to migrate to urban areas. Due to automation in various core sectors, the employment
opportunities have dwindled considerably whereas the service sector has its own limitations,
especially the high investment cost per job created. In this context, the dairy industry offers a
plausible opportunity of creation of self-employment with minimum investment. There is a scope
for doubling the present milk production, which can be achieved with marginal investment, such
a step would not only enhance milk production and productivity, but also would create millions
of additional jobs.
Dairying is, in fact, a supplementary activity of the marginal farmers and the landless
laborers. It is therefore suggested that dairy and such other animal farming be included within the
legal framework of agriculture and agriculture products. This would enable the marginal
farmers and the landless agriculture laborers to benefit from the various government incentives.
Milk is no more a luxury, but essential nutritional requirements of human being. The
children largely depend on milk for nutrition. Higher milk production therefore will also increase
the health status of the farmers and people at large. Due to several inherent reasons, the cost of
milk production is high. One of the important reasons is low animal productivity. Because of
high cost, the milk and milk products are not affordable to poor strata of the society. Milk is a
perishable commodity. Hence, its conversion to products, such as, milk powder, butter and
cheese, etc. is necessary. Considering these factors, it is reasonable that at par with agriculture
produce, the milk products be also exempted from any excise duty, sales tax and such other
taxes. This gesture of the government would go a long way in accelerating the growth of the
Indian dairy industry from present annual rate of around 4.5 % to more than 9%.

The conversion of excess milk to milk-products is a necessity. The basic principle here is
evaporation of water which changes its physical form only, whereas there is no change
whatsoever in its chemical composition. One of the reasons of higher cost of milk and milk
products is the cost of packaging. To safeguard the quality and safety for human consumption,
packaging of milk and milk product is necessary. The milk product manufacturing therefore
should be construed as processing milk for preservation and it should be exempted from all the
taxes and duties like excise, central sales tax and octroi etc. To enhance milk production during
the next five years as well as to address the issues referred in the foregoing sentences, there is an
imperative need of policy support from the government on the following core areas
Clean and quality milk production, processing and packaging
Boost the exports of milk and milk products
Enhance milk production and mulch animal productivity .
History:
The NDDB was founded to replace exploitation with empowerment, tradition with
Modernity, Stagnation with growth, transforming dairy into and instrument for the
development of Indians rural people.
The NDDB was established in 1965; the board is registered under the Societies
Registration Act and the public Trust Act, fulfilling the desire of the Prime Minister of
India the late Lal Bahaddur Shastri to extend the success of the Kaira Co-operative Milk
producers union (AMUL) TO OTHER PARTS OF India. Dr Vergese Kurien was the
founder chairman. The success combined the wisdom & energy of farmers with
professional management to successful capture liquid milk and milk product markets
while supporting farmers investment with inputs and services.
In 1969, when the Government of India approved the Operation Flood programme
and its financing through the monetization of World Food Programme-gifted commodities, it
was found that the statutes under which NDDB was registered did not provide for handling

of government funds. Therefore, in 1970 the government established a public-sector
company, the Indian Dairy Corporation. The IDC was given responsibility for receiving the
projects donated commodities; testing their quality; their storage and transfer to user dairies
and receiving the dairy payments. Thus it served as finance-cum-promotion entity while the
entire Operation Flood technical support was provided by NDDB. To avoid any duplication
in their activities or overlap of functions, the IDC and NDDB were eventually merged into a
newly constituted NDDB by an Act of Parliament passed in October 1987.
COMPANY PROFILE
COMPANY NAME
Dharwad Co-operative Milk Union Ltd.

Lakkammanahalli, Industrial Area.
P.B Road Dharwad-580004
NATURE OF BUSINESS
Producing and marketing of milk and sale of

milk products.
CAPACITY OF PLANT
2, 00,000 Liters / Day

12 Tones milk powder, 10 T Butter, 6 T Ghee
3 crore approx.
SHARE CAPITAL
FINISHED PRODUCTS
Milk, Butter, Ghee, Peda, Milk powder, Curd,

Lassi, paneer, khoa, mysore pak.
TOTAL WORKERS
226 Workers
DEPARTMENTS
9 Departments
BRAND NAME
Nandini
TOTAL SOCIETIES AT VILLAGE LEVEL
915
PUNCH LINE
Milk Chilling Centers and Capacity
FRESH AND PURE

Gagad
20000 LPD
Haveri
20000 LPD
Hirekerur
20000 LPD
Naragund
8000 LPD
Ron
10000 LPD
Sirsi
20000 LPD
Elected Member
12
Ex-Officers
5
By Govt.
1
Collection of Milk
85000 LPD
Sale of Milk
70000 LPD
Board of Directors
PRESENT VALUE OF ACTIVITY

KARNATAKA MILK FEDERATION:
The first dairy in Karnataka was started in Kudige in Kodagu district in 1955, further in June
1974; an integrated project was launched in Karnataka to restructure and reorganize the dairy
industry on the co-operative principle and to lay foundation for a new direction in dairy
development.
In 1975, the World Bank aided dairy development was initiated. The present
Karnataka Milk Federation (KMF) came into existence in 1984-as a result of merging of
Karnataka Dairy Development Co-operation, small co-operatives and Karnataka Milk
Production Development and loose vendors.
At the end of the March 1998, the network of 8023 Diary Co-operative Societies
(DCS) have been established which are spread over 166 taluks of the total 175 taluks in all 28
districts of Karnataka. There are 13 Milk Unions and Dharwad Milk Union (DMU) is one
among them. There are 35 Chilling centers, 3 Farm coolers, 15 Liquid milk plants and 2
Product dairies for chilling, processing, conservation and marketing of milk. To supply cattle
feed there are 4 cattle feed plants.
To ensure supply of quality germ plasma Bull breeding farm and frozen semen bank
are also available.
3.2.1 Karnataka co-operative Milk Producers Federation Limited (KMF)
KMF is the apex Body in Karnataka representing Dairy Cooperatives. It is the third
largest dairy co-operative amongst the dairy co-operatives in the country.
To impart training, institutes at Bangalore and regional training institutes at Dharwad
and Gulbarga are functioning. Three nitrogen plants (2 plants of 25 CPM and 1 plant of 5
CPM) are been set-up to supply nitrogen, which is used for Refrigeration purpose. Three
diagnostic centers have been set-up for monitoring diseases: three fodder farms at Rajkunte,
Kuttanahalli and Kodagu have been set-up to supply good quality of fodder and seed

production farm at Shahapur has been set-up. The federation giving details of the latest
technology in dairy industry etc is published Ksheer Sagar magazine monthly.
Dharwad District Co-operative Milk Producers Societies Union Ltd.
The Union was established in the year 1986 under the Operation Flood 2 and 3. The
Union also later took over in 1988 the Milk Products Factory with a drying capacity of 2.10 Lakh
Litres per day, earler established by the Karnataka milk Products Limited (GOK Undertaking).
The Union covers the districts of Dharwad, Karwar, Haveri, and Gadag, and has chilling centres
at Gadag, Haveri, Sirsi,, Ron, Nargund, Hirekerur, and Kumta with chilling capacity of 1.20
Lakh Litres Per Day.
Establishment:
The Dharwad Milk Union is Co-operative society among the 13 establishments, under
KMF: The Dharwad Milk Union (DMU) is one of the most modern plants in the country. It is
located in the spacious 25 acres of land, located in Lakamanahalli Industrial Area; adjacent to
the National Highway-4. It is patterned the AMUL Milk Dairy, Gujarat.
History:
A group of experienced officers, appointed by the Karnataka Milk Federation surveyed
the whole of Dharwad districts (includes two newly formed district Gadag and Haveri) and Uttar
Karnataka. Further they found out there as a need for a Milk Dairy. They traveled the
surrounding villages, educated the villagers about Milk and Milk Products and the benefits they
would get from the Milk Dairy.
Seeing the overwhelming response and untapped resources and the huge market the
Federation decided to setup the Milk Union in 1984, known as the DHARWAD DISTRICT COOPERATIVE MILK PRODUCERS SOCIETIES UNION LIMITED Further in 1988, the
Raipur Dairy and Chilling Center, setup in 1968, also came under the union. In 1989, the
training center, which was controlled by KMF, came under Dharwad Milk Union.

List of Co-operative Milk Producers Societies Union:
VISIONS MISSION AND QUALITY POLICY

VISION STATEMENT OF DMU:
Cleanliness
Total Quality Maintainance
Discipline
Cooperation
Transparency.
MISSION STATEMENT OF DMU:

At DMU we Endeavor to satisfy the taste and nutritional requirements of the customers.
Through excellence in marketing by DMU committed team, DMU are committed to offering
quality products that provide best value for money.
DMU QUALITY OBJECTS AND QUALITY POLICY:

QUALITY OBJECTS:
1) To develop the quality consciousness among all the producers or employees of the union.
2) To implement the cost reduction in each stage of collection processing and distribution.
3) To make every one aware of the every conservation in dairy.
4) To maximize the customers complaints and achieve customer satisfaction.
5) To set goals or targets at all levels to achieve continuous improvement.
6) To train our workman from time to time for exposure to advanced technology for efficient
operations.
7) To provide adequate infrastructure facility for improving the work environment.
Objectives of DMU:
Providing hygienic and good quality of milk to the consumers.
To build the economic strength of the milk producers in villagers.
To eliminate middlemen's in the business so that the milk producers receive their appropriate
share of bread.
To educate the villagers about the adulteration of milk and its harmful effect on the body.
To see that every citizen becomes healthy by consuming good quality of milk.
To make villagers self-viable and build self image.
GOALS OF THE DMU
Generating employment opportunity for rural mass
Procurements of good milk
Supplying quality milk to the customer in the city for appropriate price

PRODUCT PROFILE
Milk Products
1. Nandini Toned milk: Nandini Toned Fresh and Pure milk
containing 3.0% fat and 8.5% SNF.
Available in 500ml and 1litre pack.
2.
Nandini
Homogenized
toned
milk:
Nandini
Homogenized Milk is pure milk which is homogenized and

pasteurized Consistent right through, it gives you more cups
of tea or coffee and is easily digestible.
3.Full cream milk: Full cream milk is Containing 6% Fat and
9 % SNF. A rich creamier and tastier milk, Ideal for preparing
home-made sweets & savories
4. Good life:
Cow's pure milk, UHT processed bacteria free in a
tamper-proof tetra-fino pack which keeps this milk fresh for
60 days without refrigeration until opened. Available in 500ml
fino and in 200ml Bricks pack.
5. Nandini Ghee:
A taste of purity is Nandini Ghee
made from pure butter. It is fresh and pure with a delicious

flavor. Hygienically manufactured and packed in a special
pack to retain the goodness of pure ghee. Shelf life of 6
months at ambient temperatures. Available in 200ml, 500ml,
1000ml sachets, 5lts tins and 15.0 kg tins

6. Nandini Curd: Nandini Curd made from pure milk. It's thick
and delicious. Giving you all the goodness of homemade curds.
Available in 200gms and 500gms sachet.
7. Nandini Peda: No matter what you are celebrating! Made

from pure milk, Nandini Peda is a delicious treat for the
family. Store at room temperature approximately 7 days.
Available in 250gms pack containing 10 pieces each.
8. Butter: Rich, smooth and delicious. Nandini Butter is
made out of fresh pasteurized cream. Rich taste, smooth
texture and the rich purity of cow's milk makes any
preparation a delicious treat. Available in 100gms (salted),
200gms and 500gms cartons both salted and unsalted.
AREA OF OPERATION:
Dharwad.
Haveri.
Gadag.
U.K.Distric.
INFRASTRUCTURE FACILITIES:
Infrastructure facilities in DMU, they have one chilling center and they can distribute
milk with the capacity of covering the 11 routes and the capacity is 2, 00,00LPD.
Other facilities like:

Security facilities
Canteen facilities
Shift: Three shift per day.
Manual punching card and computer entries will be there
Compititators Information:
Krishna.
Arokya.
Spurthi.
Laxmi.
Aditya.
Loose milk.
Price list of milk and milk products.

SL.
Products name
Net Amt
Commission
MRP
Toned Milk/Liter
24.12
0.88
25.00
HTM/ltr
25.09
0.91
26.00
HCM/ltr
27
1.00
28.00
Curd 500gm
14
1.00
15.00
Butter Milk 200ml
1.00
5.00
Peda/250 gm
39.00
6.00
45.00
200 ml Ghee
54.55
5.45
60.00
500 ml
180.90
18.10
199.00
1000 ml Ghee
250
30.00
280.00
10
S.F.M/ bottle
14.47
2.53
17.00
11
Jamoon mix/ 200gm
44.64
5.36
50.00
12
Mysore pak/ 250 gm
66.97
8.03
75.00
13
Paneer/kg
217.39
32.61
250.00
14
Butter 500gm
126.79
15.21
142.00
NANDINI PRODUCT DETAILS AND RATE (NMP PRODUCTS)

Sl No.
Product Name
Maximum Price of
Sale
1.
Badam Powder 200 gm Tin/Kg
250.00
50.00

300.00
Mysore Pak 250 gm/Kg
280.00
Mysore Pak 250 gm pack
70.00
Jamoon Mix 200 gm / Kg
250.00
Jamoon Mix 200 gm / pack
50.00
4.
SFM Bottles
14.00
5.
Milk 200 Ml Pack (Tetra Pack)
14.00
2.
3.
ORGANIZATIONAL STRUCTURE AND FUNCTIONAL DEPARTMENTS
ORGANIZATIONAL STRUCTURE
President
Directors
Ex Officers
Govt. nominees
(5Members)
(5Members)
(3 Members)
Managing director
P&I
Production
Finance
Administrative
Security
Marketing
Deputy
Manager
Deputy
Manager
Deputy
Manager
Deputy
Manager
Senior
Manager
Deputy
Manager
Extension
Manager
Q.C
Officer
Accounts
Assistance
Assistance
Junior
Supervisor
Assistance
Helper
Assistance
Helper
Helper
Guards
Workers
DEPARTMENTS OF DMU:
1. Purchase Department
2. Production process and Department
3. Procurement and input Department
4. Stores Department
5. Finance Department
6. Marketing Department
7. Administrative Department
Helper

8. Human Resource Department
1. PURCHASE DEPARTMENT:
It is a sub-department, which comes under Finance Department. The main work of this
department is to purchase various materials required by different department. After ascertaining
the stock position by stores department and indent is sent by different department duly approved
by the Managing Director. This department act to purchase materials.
It also maintains records of all the suppliers calls for Tenders, quotations etc. Quotations
with lowest rate are sanctioned. Purchase up to 50,000 can be made by Purchase Department. If
the purchase amount is more than 50,000, then the approval of Managing Director.
STRUCTURE:The structure of Purchase Department is as shown:
PURCHASE OFFICER
PURCHASE
SUPERINDEDENT
ASST PURCHASE OFFICER

HELPERS
2. QUALITY CONTROL DEPARTMENT:

There is a separate laboratory for this. Quality control is very essential as to maintain the
freshness of the milk. All the containers, pipes and other equipments are washed with hot water

before starting off with new production. There are many tests conducted here. The packed milk
we get will have undergone 3 quality tests. First test is done on raw milk, which we get from
chilling center. Next before standardization and the last test before packing. The other tests
conducted are:
TEST
REASON
Temperature
Should be below 5 degrees

If mill curdles soon after boiling milk is
Clot on Boiling
Rejected
Acidity Test
To test the extent of acidity
Alcohol Test
To check the heat stability of milk
Lactometer
To check the density of milk
Fat test
Percentage of fat determined
SNF Test
Percentage of SNF determined for pricing

SNF=CLR+FAT/4
QUALITY CONTROL DEPARTMENT
ASST. MANAGER
ASST. MANAGER
QUALITY ASSISTANT
OFFICER (CHEMICALS)
QUALITY ASSISTANT
OFFICER
QUALITY ANALYST
LAB ASSISTANT
QUALITY ASST,
2. PRODUCTION PROCESS AND DEPARTMENT:

The main objective of this department is to follow up production schedule as per plan and
to maintain close and co-ordinate relationship with other department and ensures to upgrade the
technical efficiency of production. Milk, as it is highly perishable product has to process
immediately to avoid spoilage milk with respect to its flavor, texture and taste.
DCS
Fresh Liquid Milk
Chilling
Storing
Sample Testing
Fat and SNF
Pasteurization
Separation
Homogenization
Storing
Packing
Dispatching
Production department is well equipped and has various types of highly sophisticated
machines imported from Sweden and Denmark. Once the milk is received from P & I
department, it is first weighed with the help of weighing bowl. Later, it is poured in dump tank.
Sample testing is made through lactometer reading and other tests. The fat and SNF content of
each sample of milk is accessed the cow and buffalo's milk are separately received and sent to
the production section separately through two different stainless steel pipes.

Later, the raw milk is passed through plate chiller of variable capacity where it is cooled up to
4-5 degrees Celsius. This cooled raw material is further stored in a silo of 30,000 liters capacity
PURPOSE OF CHILLING:
This is done to avoid the growth of microorganisms, which are responsible for spoilage
of milk and bitter taste. The milk, which is stored in silos, is pumped through pipeline to the
balance tank, which helps to maintain the steady speed flow of milk in the Pasteurization
machine. In, DMU there are 2 milk Pasteurization machine and 1 Cream Pasteurization machine.
PURPOSE OF PASTEURIZATION:
Pasteurization is a process where milk is heated to high temperature and cooled instantly,
to destroy any microorganism. The pasteurized milk will stored in Pasteurized milk silos and
then sent to pre-packing section. Packing is done in 500ml and 1000ml and stored in cold storage
at 7.
PASTEURIZATION OF CREAM:
The milk in bulk is taken to the cream separator. Here, the, cream is separated. The cream is
passed through cream Pasteurization Unit. This cream is sent to Butter Section. The milk with no
fat is skimmed milk. This skim milk 'is pumped back to Pasteurization Unit and heated to 72
using steam and chilled to 4 using chilled water and stored silos. This skimmed milk is sent to
powder section. The pasteurize cream is mixed in portion to pasteurized milk.
CURDS:
Raw milk is heated to 90 and allowed to cool to 30. Later culture is added to it and
packed; the curd is formed in the packet itself. It is stored and packed in 200gms and 500gms.

BUTTER:
The cream, which is stored in cream refining tank, is taken to the churning section where
it is churned. Here butler fat and buttermilk are separated. The vacuum pump removes excess of
moisture and butter comes out of continuous butter making machine (capacity - 1500 kgs/hour).
Butler is packed in 100, 200 and 500 gms and also in 10, 25 gms, these are stored in deep freezer
room with temperature - 22 and if the order of salt butter they mix the salt water with cream and
other process is same.
GHEE:
There are 2 Ghee Boiler of capacity 1500 kgs/batch. A Butter of 2.5 tons is melted and is
brought to Ghee Boiler. Here it is heated to 116-117 degree Celsius for 15 minutes so that the
residue is allowed to settle down and Ghee is passed to setting tank through clarifiers. Later
Ghee is allowed for cooling (at 30-40) and packed in Tin of Liter, 500 ml and 200 ml of pack
and kept in the cold storage.
The milk produced here is differentiated by the content of fat and SNF
TYPE
FAT
SNF
Toned 'Milk
3.1%
8.5%
Standard Milk
4.5%
9%
Shubham Milk
6%
9%
Full Cream Milk
5.1%
9%
The below table gives a brief idea of the milk products, their fat SNF, moisture Content:
PRODUCT
FAT
SNF
MOISTURE

Butter
83%
1%
16%
Ghee
99.8%
0.2%
Pannier
20%
30%
50%
The production department has the following structure:
Manager (Dairy)
Deputy Manager
Asst. Manager
Office Staff
Asst. (Accounts)
Asst. (Stores)
Technical Officer
Clerk
Typist
Senior
Supervisor
Junior Supervisor
Dairy
Operators
Dairy technician
Dairy Worker
Package of milk:
The company has three machines with double head; six persons for packing the milk. The
milk is heated from 70-80 degree temperature and compressed air for filling of milk.
Total workers in this department are 24.
Liquid milk weight in grams

a) 200 ml=208 +/-3 gms
b) 500 ml=517 +/-3 gms
c) 10,00 ml=1034 +/-5 gms
Curds weight:
200 gms = 202 +or-
500 gms = 503+or-2

Film length:
a) 200 ml= 100 mm
b) 500 ml= 150 mm
c) 1000 ml= 230 mm
While packaging of milk. The crate is washed from 3 to 5 degree temperature and then
the milk is set in crate and the milk is stored in cold room. The temperature of cold room is 2 to 5
degree Celsius.
3. PROCUREMENT AND INPUT DEPARTMENT:
Input required per day:

Milk procurement up to 85000 liters
5 to 6 lakh liters of water
10,000 units of electricity
4 to 5 tones of coal
Generator in case of electricity failure and manpower
Quality Control:
At different stages of production the officer from the Quality Control department keeps
verifying the quality of the products frequently. Any defects or unconformity to standards is
immediately reports and necessary measures are taken to correct them. It is only that after the

approval of this department the goods can be dispatched to the market.
Waste materials are sent to Effluent Treatment Plant (ETP). The buttermilk liquid
containing a small percentage of fat content is sold to the soap manufacturers, otherwise it is sent
to a special tank with agitator rotating in it. Different chemicals are used and sterilized fresh
water is released for agricultural purpose. Caution is taken with regard to the height of the
chimney to avoid air pollution.
Steam plant:
In various steps of production for instance melting of butter to ghee etc., steam is
required. This steam is produced in steam production plant where coal is used for this purpose.
Everyday nearly 4-5 tones of coal are required. The ash is sold to the brick manufacturer.
THE STRUCTURE OF P&I DEPARTMENT:
Manager (P & I)
Procurement wing
Technical Input Wing
Deputy Manager
Assistant Manager
Deputy Manager
Assistant Manager
Extension Officer
Clerks
Clerks
Helpers
Procurement and input department is play a vital role in the DMU. In any any milk union
this department handles the procurement of the milk required amt to the production process.
FUNCTIONS OF P&I:
Procurement of milk from milk producers co-operative societies.
Establishment of milk producers co-operative societies.
Encouraging farmers to produce more milk.
Provide fair price to the good quality milk.
PROCUREMENT OF MILK:

Daily procurement of DMU is 80,000 liters/day on average. Procurement of milk seasonally
variated from September December the milk productivity is high and in summer it is low.
M
Milk collection process
Farmers
(producer)
Societies
Chilling centers.
Milk union
Milk procurement process has done all the 365 days and two times a day and procuring
milk routes through transportation. DMU making Rs11 for cow milk and Rs13.50for buffalo
milk as minimum and other rate will depend on the SNF and FAT.
After the chilling the milk is loaded and brought to the nearby union. Once milk brought
to the union it is rechecked for quality, quantity, freshness and then it sent for the further
production process.
If the milk is spoilt in transit it brought to the notice of concerned society, in case of away
society if the milk is spoilt due to carelessness/delay of the driver it is brought to the notice to the
contractor who is responsible for the loss.
ESTABLISHMENT OF DAIRY CO-OPERATIVE SOCIETIES:This is the important task carried by the P&I dept, societies are established in villages. There
should be a min 50 members from societies and there should surplus of 75 liters of milk
collection per day.
There should be localities should produce milk from buffalo or cow or both, there is cheap
elected from members who has ability to run a society successfully he is responsible for selling
the shares to the formers who contributed from the societies.
Share of Rs100 each should be allocated a society should gather an Rs20, 000 from the
society.
After registration, a commencing a general body meeting will held with 9 members who
are influential and knowledgeable elected becomes director of the societies two as take as
secretary and tester.
It is the duty of secretary to maintain all records and ledgers of dairy transactions. The
tester verifies quality of the milk a sheet a send with the carrier.
PROMOTIONAL ACTIVITIES:This dept takes some promotional activities to increase the rate of production of the milk.
Veterinary services to keep up the good health of cattle through

a) Regular health Camps
b) Emergency service round the clock

c) First aid, Vaccination, Infertility Camps, Fodder
Artificial Insemination facilities for improvement of Cattle breed.
Facilitating Training Programs regarding management of Cattle.
Supply of Fodder to the cattle.
PRICE TO THE PROCURED MILK:The price given below is based on the SNF and Fat
Fat content
SNF
Price/Liter
Buffalo.
6%
9%
12.60RS
Cows Milk.
3.5%
8.5%
9.75Rs
4. STORES DEPARTMENT:
STRUCTURE:-
Stores Superintendent
Stores Assistant
Stores Assistant
Helpers
The stores department in DMU follows the Cordex System (Coded Control System). A
card is maintained for each item and a number is allotted. The card attached to each article
consists of amount balance, date of issue, purchase etc. this is later recorded in separated ledger
book. The inventors are of different kind ranging from mechanical, spares, packing items to
animal drugs, and stationary and veterinary drugs. There are at least 4000 different inventories.
This department has the following services:
It tries to maintain maximum and minimum level of inventory so as to avoid blockage of

capital and storage.
Ordinary and local available commodities are maintained at minimum possible level.
Items of urgent and not easily available are stored sufficiently for further demand.
Finished Goods Stores Department:
The FGS department has the following structure
Assistant Manager
Marketing Assistant
Account Assistant
Dairy Operator
Dairy Workers
Finished Goods Stores:
This department acts as an interface between production and Marketing Department. It is

concerned with maintenance of finishes goods connected records. It receives all the finished
goods and issues the stock to marketing department as per indents. It ensures that the goods are
maintained properly with respect to quality.
Accounts are maintained and daily and monthly report is submitted to the production.
Marketing and Finance Department, as the products as perishable first-in-first-out method of
inventory is followed
5. FINANCE DEPARTMENT:
The structure of finance Department is as shown:
Deputy Manager

Assistant Manager
Asst Account Officer
Assistant Account
This Department is responsible for keeping all the inward and outward flow of money of
union. It prepares budget every year and financial rules for receipts all payments are framed.
The functions of these departments are:
To prepare monthly accounts (Receipts and payment account P & I account and Balance
Sheet).
To prepare quarterly financial statement.
To prepare integrated business plan.
To prepare year ending financial statements.
To get accounts audited from statutory books of accounts.
DMU Follows to types of auditing:

1) Pre-Audit System - done by Finance and Account Department every year.
2) Statutory System - Done by private charted accountants every year.
REPORTING TO THE MANAGEMENT:Every month an audit is submitted to the management by pore audit system. This report
contains how many agents defaulted, monthly, receipt and payment a/c etc.
SALES ACCOUNT:
This section of sales department is concerned with the accounting work of sales. They
keep daily records of collection default by the agents other record related to the sales. When
demanded quantity is delivered to the agent in morning Chelan will send with that. The agent
should remit the amt by evening to any nearest bank to the ledger in case of his default the amt is
entered into the ledger against him. The daily turnover of milk is nearly 5lack. Out of two bank
challans receipts one sent to the bank other is to finance dept. DMU has certain price policy
weekly according to marketing strategy.
6. MARKETING DEPARTMENT:-
Marketing Department is very important part of Organization marketing of milk and its
products is the greatest responsibility to all the products before losing its quality.
The marketing department of DMU is considerably extensive which covers the area of north
GOA, UTTAR KANNADA, HUBLI, DARWAD, GADAG & HAVERI todays market share of
DMU is 23%.
FUNCTION OF MARKETING DEPARTMENT.

1. To prepare the marketing plan at the beginning of every year, taking into
consideration the
demand, sales, production capacity and customer performance.

2. To promote milk and milk products through medices.
3. To study competitors products and their strategies.
Nandini.
23%
Loose vendors.
57%
Private Brand.
14%
Others
06%
Even today large no. of the market share lies with the loose vendors who supplies inferior
quality of the milk. Therefore it is necessary for the company to undertake an aggressive
marketing campaign and educate people about the quality of the milk.
MARKETING STRATEGY:
Visit to all roots of distribution vehicle for connect with all agents.
Aims to conduct consumer awareness program.
Aims to conduct agents meeting.
Aims to setup more Nandini milk parlors.
Joining to other program.
Womens association.
Aiming to set up new sales promotional and advertising activities.

DISTRIBUTION CHANNEL:-
DMU ---Transportation - Dealers - Door Delivery Boys - Consumer.
DMU ---Transportation - Institution.

(Institution: Hospitals, Hotels, Hostels etc.)
DMU ---Transportation - Parlors - Consumers.

DMU --- Transportation - Day counters - Consumers.
MEDIA OF ADVERTISEMENT:
1. News Papers.
2. Magazines.
3. Radio.
4. Wall paint.
5. Hoardings and pamphlets.
SALES PROMOTION:
Providing discounts, incentives to agents for increase sales.

THE STRUCTURE OF MKTING DEPT AS SHOWN:
Manager
Deputy Manger
(Account / Audit
Deputy Manger
(Account / Audit
Asst. Manager
Asst. Manager
Supervisor
(FGS/Stores)
Supervisor
Market assistant
Market assistant
7. ADMINISTRATIVE DEPARTMENT:-
The administration department controls the overall functioning of the organization.

The organization consists of the following three levels.
1. Managerial cadre includes Managing Director, Deputy Manager and Assistance manager.
2. Supervisory level includes technical officers and supervisors.
3. Worker level includes labors helpers.
The overall responsibility of administrative executive/managers comes under three board
categories as given below.
GENERAL CO-ORDINATION:
1. Maintenance of official documents like files, records etc up to date. Collecting and presenting

data when require to operation as useful information.
2. Implementing the organization system, procedures and policies in a co-ordinate manner.
3. Ensuring smooth running of office by interfacing with the external agencies as required for
eg:-Payment of Telephone/Water supply bills etc.
4. Maintenance of the office premises.
PROVIDING FACILITIES:
1. Designing and implementing forms for variety of purpose where some exist across the
organization.
2. Allocating space for people, furniture equipment etc as the organization norms.
3. Maintenance and upkeep of office equipments.
4. Attending to small necessary needs of various people working in the organization.
EFFECTIVE CONTROL:
1. Maintenances of files, records etc up to date. Collecting and presenting data in the form
use full information from the record.
2. Recording and maintaining attendance, leave details, looking after the security needs etc.
3. Reducing the cost of office operation, production costs, without affecting the functioning
of the organization.
FLOW CHART OF ADMINISTRATION DEPT:
Deputy Manager
Asst. Manager
(Board)
Asst. Manager
(Personnel)
Admn.
Superintendent
Admn.
Superintendent
Time
Admn. Assistant
Canteen
Security
SECURITY DEPARTMENT:
Dharwad Milk Union occupies 25 acres of land the whole premise is been guarded by the
security personnel. The security people work in three shifts. All the vehicles are checked before
entering the premise. The departments is also maintains separate registers like Store-in Register,
Attendance register etc.
8. HUMAN RESOURCE DEPARTMENT:

Human resource department is employing the people developing the resources utilizing
maintaining and the compensating there services in tune with the organizational requirement
with a view to contribute to the goals of organization.
HRD department is one of the very important dept in the DMU. There are total 321 no of
employees are performing their best service to organization.
In management card - 30 employees.

Includes MD, Managers of various depts.
Middle level Mgmt
- 61 employees.
Includes Technicians, Executives, Supervisors, Chemistries and assistants.
Lower Level Mgmt
- 230 employees.
Includes helpers, Workers, Operators etc.

STRUCTURE OF HRM DEPT:
Deputy Manager
Asst. Manager
(Board)
Asst. Manager
(Personnel
Admn.
Superintendent
Admn.
Superintendent
Admn. Assistant
Time
SWOT ANALYSIS
Strengths:
Canteen
Security

Nandini enjoys good brand image. Dharwad milk union is one the leading producer of
milk products & it has wide area of Market, Nandini is a trusted house hold brand
name, more than two lakhs farmer members were supplying milk.
It has large procurement system.
Huge infrastructure for processing.
Competitive prices for all products.
Wide distribution network leads to regular and timely supply.
Weaknesses:
Lack of flexibility in deciding about its operation. No authority over issues like pricing,
offering volume discounts etc. The president of KMF and the Board of directors DMU
decides it.
Perishable commodity. Milk is Perishable commodity it cannot be store in long.
Lack of professional manpower. In DHARWAD MILK UNION department heads are not
based on qualification.
Bureaucratic method of functions.
Inadequate sales promotional activity.
Opportunities:
There is a phenomenal scope for innovation in product development, packing and
presentation.
Steps to taken to introduce value added products like shrikhands, ice-creams, paneer,
khoa, flavored milk, dairy sweets etc. this will lead to a greater presence and flexibility in
the market place along with the opportunities in the field of brand building.
Yet another aspect can be the addition of infant foods and nutritionals.

Increasing market demand for milk and milk products.
There is scope for developing in unexplored areas for milk processing as Nandini can
extend its equity of brand.
Addition of buffalo milk will improve market share.
Threats:
Increase of competitor's milk vendors in organized sector.
Flexibility in commission structure by competitors may attract the distributors.
No entry barriers for private players.
Low level of consumer awareness in Dharwad and surrounding areas.
After liberalization, entry barriers in the dairy industry eased for new entrants.
The competition from Co-operatives like Dodla, Heritage, Kamadenu, they producing
different milk products which are giving a good competition to the MYMUL, etc.
Research Methodology:
Topic Of the study:

Consumers perception towards Nandini milk
Research Objectives:
To determine Consumers perception towards Nandini milk.
To Study the effectiveness of service offered by Nandini. (

delivery)
To know the awareness level of Nandini
To understand consumer buying behavior of consumers.
Quality, Price, Door
To understand and study the impact of competitors on customers of Nandini milk.
Need of the study:

Try to know the reasons for declining Nandini sales although having good brand name
in
the market and to understand the consumers changing buying behaviour which may help the
company to promoting its sales through new and effective strategies hence repositioning milk
and milk products and re defining services in the market.
Scope of the study:
The scope of the project is to know the consumers perception towards
Nandini in
recent trends.
The study will help the company to understand the behavior of individual while
purchasing milk.
The study will help the company to know the expectation of company.
The study will help the company to make strategies to improve their services to meet
customers expectation.
Scope of my study is restricted only to Raichur city
Sampling:
For this research study I have chosen 100 customers as a sample size, among these 30 for
pilot study. My sample unit will be 2 to 3 areas of dharwad. My sampling elements will be
existing and non existing customers.
Review of earlier projects:
In many earlier projects the competitors effect and excess content of water in the Nandini
milk were the major reasons for decreasing its sales. As per the previous surveys, irregularity

in delivery of milk, bad smell and availability of small pouches i.e. 100 ml in Non Nandini
brands made them to shift their brand from Nandini to others.
Data Collection Methods:
The information necessary for this research study is collected by tapping
primary and secondary sources. The sources are as follows:
Primary Sources:
a) Questionnaire
b) Personal interaction
Secondary Sources:
a
Company Websites.
Related Information from Internet
Company Reports.
SAMPLING PROCESS:
Data analysis and interpretation:

Frequencies

Statistics
Are you aware of Nandini products
N
Valid
100
Missing
0
Valid
yes
Frequency
100
Percent
100.0
Valid Percent
100.0
Cumulative
Percent
100.0

120
100
80
60
Frequency
40
20
0
yes
Are you aw are of Nandini products
Analysis: 100% of the respondents are aware of Nandini milk.
Interpretation: From the above data it can be said that almost all know about Nandini milk.
Frequencies

Statistics
How do you come to know about Nandini milk
N
Valid
100
Missing
0
Valid
Televison
Newspaper
Banners
Friends and others
Total
Frequency
19
16
16
49
100
Percent
19.0
16.0
16.0
49.0
100.0
Valid Percent
19.0
16.0
16.0
49.0
100.0
Cumulative
Percent
19.0
35.0
51.0
100.0

60
50
40
30
Frequency
20
10
0
Televison
Newspaper
Banners
Friends and others
Analysis: Nearly 50% of respondents came to know Nandini milk by friends and others,
19% by T.V and 32% by both banners and news papers.

Interpretation: We can say half of the respondents know Nandini by Friends and
relatives.
Frequencies
Statistics
Which brand of milk yor are consuming
N
Valid
100
Missing
0
Valid
Arokya
Nandini
Teja Gold
Vijaya Gold
Any other
Total
Frequency
8
45
18
12
17
100
Percent
8.0
45.0
18.0
12.0
17.0
100.0
Valid Percent
8.0
45.0
18.0
12.0
17.0
100.0

Arokya
Any other
Vijaya Gold
Nandini
Teja Gold
Cumulative
Percent
8.0
53.0
71.0
83.0
100.0

Analysis: Out of the 100 respondents 45 are consuming Nandini milk, remaining 55 are
using other brands like Teja (18), Vijaya (12), Arokya (8) and 17 others.
Interpretation: A major part respondents are using Nandini milk.

Frequencies
Statistics
Which of the following factors influences to choose the brand ?
N
Valid
100
Missing
0
Valid
Price
Quality
taste
Availability
Total
Frequency
12
55
22
11
100
Percent
12.0
55.0
22.0
11.0
100.0
Valid Percent
12.0
55.0
22.0
11.0
100.0
Cumulative
Percent
12.0
67.0
89.0
100.0

Availability
taste
Price
Quality
Analysis: The quality factor of 55%, taste factor 22%, price 12% and availability 11%
influences in choosing the brand.
Interpretation: Quality and taste factors (77%) play the major role while choosing a
brand
Frequencies
Statistics
have you ever used nandini milk ?
N
Valid
100
Missing
0

Valid
yes
no
Total
Frequency
96
4
100
Percent
96.0
4.0
100.0
Valid Percent
96.0
4.0
100.0
Cumulative
Percent
96.0
100.0

120
100
80
60
Frequency
40
20
0
yes
no
Analysis: 96% of respondents are used Nandini milk. Only 4% of them have not used
Nandini yet.
Interpretation: Out of 100 respondents 55 are not consuming Nandini milk, in that 55
more than 50 have used Nandini once.
Frequencies

Statistics
What is your opinion about Nandini milk ?
N
Valid
100
Missing
0
Valid
Costly
cheap
Very costly
Average
Total
Frequency
15
18
5
62
100
Percent
15.0
18.0
5.0
62.0
100.0
Valid Percent
15.0
18.0
5.0
62.0
100.0
Cumulative
Percent
15.0
33.0
38.0
100.0
Costly
cheap
Average
Very costly
Analysis: 62% of respondents feel Nandini price is average, 18% feels it as cheap and
remaining 20% feels it as a costly.
Interpretation: About 80% of respondents feel Nandini price is OK.

Frequencies
Statistics
Quality of Nandini
N
Valid
Missing
100
0
Quality of Nandini
Valid
Frequency
24
56
20
100
Good
Average
Poor
Total
Percent
24.0
56.0
20.0
100.0
Valid Percent
24.0
56.0
20.0
100.0
Cumulative
Percent
24.0
80.0
100.0
Quality of Nandini
Poor
Good
Average
Analysis: 24% of respondents feel Quality of Nandini is good, 56% feel its average and
20% feel its poor.
Interpretation: 56% of respondents feel its not bad.

Frequencies
Statistics
How do you rate Nandini milk in
comparison with other brands ?
N
Valid
100
Missing
0
How do you rate Nandini milk in comparison with other brands ?
Valid
Very Poor
Bad
Average
Good
Better
Total
Frequency
5
12
51
28
4
100
Percent
5.0
12.0
51.0
28.0
4.0
100.0
Valid Percent
5.0
12.0
51.0
28.0
4.0
100.0
Cumulative
Percent
5.0
17.0
68.0
96.0
100.0
How do you rate Nandini milk in comparison with other brands ?

60
50
40
30
Frequency
20
10
0
Very Poor
Bad
Average
Good
Better
How do you rate Nandini milk in comparison w ith other brands ?
Analysis: 51% says its average, 32% feel well and 17% says its not up to the mark.

Interpretation: It shows that more than 65% of respondents not feels too good with
comparing others.
Frequencies
Statistics
Do you feel nandini milk enhance the richness of Tea/Coffee
N
Valid
100
Missing
0
Valid
Yes
No
Total
Frequency
57
43
100
Percent
57.0
43.0
100.0
Valid Percent
57.0
43.0
100.0
Cumulative
Percent
57.0
100.0

60
50
40
30
Frequency
20
10
0
Yes
No
Do you f eel nandini milk enhance the richness of Tea/Coff ee
Analysis: 57% of respondents say Nandini will enhance richness to Tea/Coffee and 43%
says its not.

Interpretation: More than 57 respondents agree Nandini will enhance richness to
Tea/coffee.
Frequencies
Statistics
How much are you satisfied with the taste of Nandini milk ?
N
Valid
100
Missing
0
Valid
0 to 30 H.dissatisfied
40 to 70 Satisfied
80 to 100 H.satisfied
Total
Frequency
1
59
40
100
Percent
1.0
59.0
40.0
100.0
Valid Percent
1.0
59.0
40.0
100.0
Cumulative
Percent
1.0
60.0
100.0

80 to 100 H.satisfie
0 to 30 H.dissatisfi
40 to 70 Satisfied
Analysis: 40% of respondents are highly satisfied of Nandini and 59% feel its average.
Interpretation: Most of responses fall within highly satisfied and satisfied range.
Frequencies
Statistics
Thickness
N
Valid
Missing
100
0

Thickness
Valid
Very bad
bad
Average
Good
better
Total
Frequency
2
22
62
13
1
100
Percent
2.0
22.0
62.0
13.0
1.0
100.0
Valid Percent
2.0
22.0
62.0
13.0
1.0
100.0
Cumulative
Percent
2.0
24.0
86.0
99.0
100.0
Thickness
better
Very bad
Good
bad
Average
Analysis: 62% of respondents say thickness of Nandini milk is average, 22% of them
says its bad and 2% feels its too bad.
Interpretation: Only about 13% of respondents feel thickness of Nandini is good.
Frequencies

Statistics
Smell
N
Valid
Missing
100
0
Smell
Valid
Very bad
Bad
Average
Good
Better
Total
Frequency
5
34
46
12
3
100
Percent
5.0
34.0
46.0
12.0
3.0
100.0
Valid Percent
5.0
34.0
46.0
12.0
3.0
100.0
Cumulative
Percent
5.0
39.0
85.0
97.0
100.0
Smell
Better
Very bad
Good
Bad
Average
Analysis: 46% feels smell of Nandini is average, 39% says its bad and only 15% feels its
good.
Interpretation: Most of the customers are not happy with the smell of the Nandini.
Frequencies
Statistics
Availability/Delivery
N
Valid
Missing
100
0
Valid
Very bad
Bad
Average
Good
Better
Total
Frequency
1
5
52
33
9
100
Percent
1.0
5.0
52.0
33.0
9.0
100.0
Valid Percent
1.0
5.0
52.0
33.0
9.0
100.0
Cumulative
Percent
1.0
6.0
58.0
91.0
100.0
60
50
40
30
Frequency
20
10
0
Very bad
Bad
Average
Good
Better
Interpretation: 52% of respondents say availability of Nandini is average, 33% feels its
good 9% says better only 6% says its poor.
Analysis: the above data shows that availability factor is not a problem for Nandini.
Frequencies
Statistics
packing
N
Valid
Missing
100
0
packing
Valid
Bad
Average
Good
Better
Total
Frequency
16
49
30
5
100
Percent
16.0
49.0
30.0
5.0
100.0
Valid Percent
16.0
49.0
30.0
5.0
100.0
Cumulative
Percent
16.0
65.0
95.0
100.0
packing
60
50
40
30
Frequency
20
10
0
Bad
Average
Good
Better
packing
Analysis:49% of respondents says packaging is average, 30% feels its good 16% of them
says it is poor and 5 0f them feels its too good.

Interpretation: More than 80% of the respondents are do not have complaint in
packaging of Nandini.
Frequencies
Statistics
For health
N
Valid
Missing
100
0
For health
Valid
Bad
Average
Good
Better
Total
Frequency
4
50
41
5
100
Percent
4.0
50.0
41.0
5.0
100.0
Valid Percent
4.0
50.0
41.0
5.0
100.0
Cumulative
Percent
4.0
54.0
95.0
100.0

For health
Better
Bad
Good
Average
Analysis: 50% feels Nandini milk is average for health and 41% feels its good for health.
5% says its too good and only 4% not agree with it.
Interpretation: Only 4% of respondents completely not agreed that Nandini is good for
health.
Frequencies
Statistics
Totaly are you satisfied with Nandini milk ?
N
Valid
100
Missing
0

Valid
very bad
Bad
Average
Good
Better
Total
Frequency
3
17
47
27
6
100
Percent
3.0
17.0
47.0
27.0
6.0
100.0
Valid Percent
3.0
17.0
47.0
27.0
6.0
100.0
Cumulative
Percent
3.0
20.0
67.0
94.0
100.0

Better
Good
very bad
Bad
Average
Analysis: 47% of respondents neither satisfied nor dissatisfied with Nandini milk where
33% of them are satisfied remaining 20% not satisfied.
Interpretation: about 67% of them are not completely satisfied with Nandini milk. 33%
are totally satisfied.
Frequencies

Statistics
Which size of packaging do you prefer more ?
N
Valid
100
Missing
0
Valid
250 ml
500 ml
1 Ltr
Total
Frequency
8
79
13
100
Percent
8.0
79.0
13.0
100.0
Valid Percent
8.0
79.0
13.0
100.0
Cumulative
Percent
8.0
87.0
100.0

1 Ltr
250 ml
500 ml
Analysis: 79% of respondents prefer 500ml size, 13% prefers 1000 ml and only 8%
prefers 250 ml size.
Interpretation: Major portion of respondents i.e. 79% prefers half liter size and
remaining prefers 1 liter and 250 ml.

Frequencies
Statistics
Hoe do you differentiate with other brand in terms of
N
Valid
100
Missing
0
Valid
Frequency
22
15
9
43
11
100
Quality
Service provide
Customer relation
Health conscious
Any other
Total
Percent
22.0
15.0
9.0
43.0
11.0
100.0
Valid Percent
22.0
15.0
9.0
43.0
11.0
100.0
Cumulative
Percent
22.0
37.0
46.0
89.0
100.0

50
40
30
Frequency
20
10
0
Quality
Customer relation
Service provide
Any other
Health conscious
Hoe do you dif f erentiate w ith other brand in terms of
Analysis: 43% of respondents differentiate Nandini as health conscious with other

brands 22% differentiates it by quality, 15% by service provided remaining with other
reasons.

Interpretation: most of the respondents differentiate Nandini milk by health conscious
43% and by quality 22%
Frequencies
Statistics
At what extent the technology has
influenced your buying behavior
N
Valid
100
Missing
0
At what extent the technology has influenced your buying behavior
Valid
Most
Somewhat
Don't Know
Not
Any other
Total
Frequency
8
25
63
2
2
100
Percent
8.0
25.0
63.0
2.0
2.0
100.0
Valid Percent
8.0
25.0
63.0
2.0
2.0
100.0
At what extent the technology has influenced your buying behavior

Any other
Not
Most
Somewhat
Don't Know
Cumulative
Percent
8.0
33.0
96.0
98.0
100.0

Analysis: 63% of respondents do not know whether technology has changed their buying
behaviour, 25% feels some what it does and 8%says it influenced the most.
Interpretation: Technology has not influenced buying behavior of the most of the
customers.
Frequencies
Statistics
Which brand comes to your mindwhen you think of milk ?
N
Valid
100
Missing
0
Valid
Arokya
Nandini
Teja gold
Vijaya
Any other
Total
Frequency
11
65
13
6
5
100
Percent
11.0
65.0
13.0
6.0
5.0
100.0
Valid Percent
11.0
65.0
13.0
6.0
5.0
100.0
Cumulative
Percent
11.0
76.0
89.0
95.0
100.0

Any other
Vijaya
Teja gold
Arokya
Nandini
Analysis: For 65% of respondents says Nandini brand comes to their mind when they
think of milk.
Frequencies
Statistics
Reasons for the alternative brand.
N
Valid
100
Missing
0

Valid
Same price
Same quality
Same taste
Any other
5
Total
Frequency
9
34
16
40
1
100
Percent
9.0
34.0
16.0
40.0
1.0
100.0
Valid Percent
9.0
34.0
16.0
40.0
1.0
100.0
Cumulative
Percent
9.0
43.0
59.0
99.0
100.0

5
Same price
Any other
Same quality
Same taste
Analysis: 34% respondents reason for alternative brand other than Nandini is same quality,
16% is same taste and 40% are other reasons like thickness, availability etc.
Findings:
The customer awareness level towards Nandini milk is excellent because all the 100
respondents are aware of it.
From the aware respondents 45% of respondents are using Nandini milk.
Factors like Quality, taste and price influences more while choosing a brand
respectively.
Only 24% of respondents feels quality of Nandini milk is good where 56% of are inbetween good and bad.
Only 32% 0f respondents say Nandini milk is better with comparison of others.
47% of respondents do not agree to that Nandini will enhance richness to Tea/coffee.
40% of respondents feels that Nandini taste is good where 59% feels its average.
Only 13% of respondents are totally satisfied with the thickness of Nandini.
39% of respondents feel Nandini milk is having bad smell.
More than 80% do not have any complaint regarding packaging of Nandini.
Only 4% feels Nandini is not good for health.
Only 33% of respondents are totally satisfied with the performance of Nandini milk.
Most of the respondents prefer 500 ml. size of packaging i.e. nearly 80%.
43% of respondents differentiate Nandini as health conscious milk with other brands.
Out of 100 Nandini comes to 65 respondents mind when they think of milk.
More thickness, same taste and availability are the key reasons for alternative brand
other than Nandini.
Suggestions/Recommendations:
o The Nandini brand is having trust in the market where it operates and still the market is
open for acquire, Company may take advantage of it through advertisements.
o The company may convince customers that due to less fat thickness of Nandini is less
and that is good for health through advertisements/banners.
o The company may keep one employee as Customer Relationship Executive. Who will
co ordinates between customers and company and also with retailers who may promote
Nandini milk effectively on regular basis.
o Like Bangalore Union they may open Coin milk parlors at suitable places.
o It will be better if the company takes some necessary actions to reduce bad smell
o In addition to above these company can have close watch on customers to know their
changing needs and wants. And also on competitors for benchmarking.
Conclusion:
After interacting with the marketing officer and other employees of DMU Ltd and the
survey I made in Dharwad, Milk adulteration, lack of loyal retailers and unethical competitors
who use harmful chemicals to increase thickness and durability to promote sales are the big
threat to the Nandini milk. Although still Nandini is having good reputation and brand image
for its factors like less price, health conscious and experienced player in the market.
Appendices:
Questionnaire on Marketing Survey.
PERSONAL INFORMATION OF CUSTOMER
Name: .
Age: ..
Gender: Male
Qualification:
Occupation:
Income:
Family size:
Female:

No of Children below 12:
Address
Contact No:
QUESTIONNAIRE
1) Are you aware of Nandini milk?
Yes
No
If Yes
2) How did you come to know about Nandini milk?
Televison
Newspaper
Banners
Friends and others
3) Which brand of milk are you consuming?
Arokya
Nandini Teja gold Vijaya gold any other
4) Which of the following factors influences you to choose the brand?

Price
Quality
Taste
Any other .
5) Have you ever used Nandini milk?
Availability
Packaging

Yes
No
6) What is your opinion about Nandinis price

Costly
Cheap
Very costly
Average
7) Quality of Nandini milk

Good
Average
Poor
8) How do you rate Nandini milk in comparison with other brands?
Very poor
Bad
Average
Good
Better
9) Do you feel that Nandini milk enhance the richness of Tea/coffee?

Yes
No
10) How much are you satisfied with the taste of Nandini Milk?
0%
10%
Highly
20%
30%
40%
50%
60%
70%
80%
Satisfied
Dissatisfied
11) Rate the following factors with respect to Nandini milk.
Thickness
90%
100%
High
satisfied

Very bad
Bad
Average
Good
Better
Bad
Average
Good
Better
Bad
Average
Good
Better
Bad
Average
Good
Better
Bad
Average
Good
Better
Smell
Very bad
Very bad
Packaging
Very bad
For Health
Very bad
13) How do you rate Nandini milk with consideration of Durability?
Very bad
Bad
Average
Good
Better
Good
Better
14) Totally are you satisfied with Nandini milk?
Very bad
Bad
Average
15) Among the following which brand you prefer in Nandini & other brands rate the factors
Rating
Tast
Features
Quality
Thicknes
Price
Packaging
Nandini
Any
other
brand
Excellent =5
Very good =4
Bad = 2
16) Which size of packaging do you prefer more?
Good = 3
Very bad =1

1)100 ml 2) 250 ml 3) 500 ml 4) 1 liter.
17) How do you differentiate Nandini with other brand in terms of, (Mark any One)
1) Quality
2) Service provided
3) Customer relation
4) Health conscious
5) Any other .
18) At what extent the technology has influenced your buying behavior
Most
19)
Somewhat dont know
Not
Not at all
Which brand comes to your mind when you think of milk?
Arokya
Nandini
Teja Gold
Vijaya
Any other ..
20) Which will be your alternative brand of milk?

21) Reasons for the alternative brand.
Same price
same quality
22) Any suggestions for Nandini milk?

..
...
..
same taste
any other .
Bibliography:
Books;
Principles of Marketing by Philip Kotler.
Marketing research by Parashuraman.
Consumer Behaviour by Paul Samuel.
Subba Rao P: Essentials of HRM Industrial Relations (Himalaya Publication) Vol-2
Edition. Geetanjali press Pvt. Ltd. Bangalore.
K.Ashwathappa: Production and Operation Management
(Himalaya publication) Bangalore.
Philip Kotler: Marketing Department Vol-3.

Reports:
Annual Reports of Dharwad milk union (2014) from HR Department and Finance
Department.
Websites:
Site visited for products of company
http://www.nandini.co-op.com
Site visited regarding service provided by the company
http://www.kmf.com
Site visited regarding the information about the company

http://www.dmu.com

Consumer Perception Towards Nandini Milk

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